3 brands ditching discounts and doing their own thing on Black Friday

Joining Black Friday, the American discounting frenzy that is slowly taking over other countries, may seem like a win-win situation. By offering generous discounts, retailers can attract new customers and increase earnings by selling larger quantities than usual, right? Well, not so much. While some retailers earn more during Thanksgiving weekend than they do the rest of the year, others are opting out of the occasion or celebrate it in ways that don’t involve heavy markdowns -- either because the strategy isn’t so advantageous for the business, or because the brand identity doesn’t go well with excess consumerism.